Buch, Englisch, 288 Seiten, Format (B × H): 191 mm x 235 mm, Gewicht: 546 g
ISBN: 978-1-118-14784-9
Verlag: Wiley
Learn to take full advantage of search and social media for B2B marketing
Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitoring, resource allocation, and much more.
- B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies
- This ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pages
- Explains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success
- Covers measuring results, improving web site usability, using metrics, and nurturing leads
Skilled B2B marketers who are ready to take advantage of all that online marketing has to offer will find this guide provides exactly the know-how they need.
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Weitere Infos & Material
Introduction xxi
Chapter 1 Understanding B2B Online Marketing 1
Why Online? 2
Your Current Marketing mix 3
Assessing the Value Proposition of Online 4
B2B Is Different 5
Building B2B Confidence 5
Developing Individual Relationships with Decision Makers 8
Mitigating the Decline of Brand Loyalty 8
Developing Your Strategy 11
How Online Marketing Can Solve Your Organization’s Pain Points 11
Supercharging Content and Messaging with Online 12
How Online Reflects the Funnel: Objectives and Measurement 13
Chapter 2 Building a B2B Brand Online 17
Understanding Online and Using Digital to Build a Brand 18
Business-to-Business Brand Building vs. Business-to-Consumer Brand Building 18
Using Online to Build Trust 19
Tactical Guide to B2B Branding Online 21
Online Impact on the Marketing and Sales Funnel 21
Who Are Your Customers and Why Do They Buy? 25
Building a Website Based on Your Brand 26
Using Search, Display, Social, and Retargeting to Build Your Brand 27
Go Identify Your Audience 29
Defining Audience Segments 30
Identifying and Solving the B2B Pain Points for Each Segment 30
Setting Up Objectives and Measurement 31
Determining Your Content Strategy 32
Mapping Your Audience 32
When to Create and When to Kill Content 34
Choosing the Most Helpful Distribution Channels 34
Chapter 3 Search Engine Optimization: Outranking Your Competitors 37
What Is SEO? 38
Trends in Algorithms 38
Making Search Personal 39
The Wagging Tail of Keywords 41
Researching Keywords 42
Writing with Keywords 44
Keywords Where You Almost Forgot to Put Them 46
Monitoring Keyword Performance 47
Squeezing the Juice Out of Links 48
Developing Links for Better Ranking 51
Designing for Optimal Results 52
Getting Rich Media to Work for You 52
Mapping Your Site 53
Chapter 4 Using Paid Online Media in the B2B Marketplace 57
Search Engine Marketing 58
The Basics of Paid Search Marketing 58
B2B Strategies for Paid Search 62
Paid Search as Awareness 62
Building a Paid Search Strategy to Generate Demand 65
Display Advertising for B2B 69
Display Advertising to Drive Awareness 70
Display Awareness Metrics 71
Display Advertising for Demand Generation 72
The ROI of Display 73
Social Media Advertising 74
Promoting with Twitter 74
Facebook Advertising 76
Chapter 5 Search and Social Media for Online PR 81
Overview of Traditional B2B PR 82
The Traditional Press Kit 82
News Clipping Service 82
Tracking Analyst Relations 83
How Online PR Is Different 84
Understanding the SEO Press Release 84
Reaching Out to Bloggers 86
Social Media Influence 87
Three B2B Online PR Case Studies 90
Rutgers Center for Management Development 91
SES Conference & Expo 92
Piper Aircraft 94
Chapter 6 Social Media 101
Social Media Listening 102
Look Who’s Talking 103
Where Your Customers Talk 103
Setting Up Listening 104
Feedback Loops: Product, Marketing, and Strategy 106
Exploiting Your Resources 108
Capacity Planning 109
Organization and Ownership 110
Training and References 112
Social Engagement 115
When to Let Comments Go 115
Keeping Pace with Velocity 116
The Value of Social Brand 117
Fortifying Your Customer Advocates 118
Chapter 7 Optimizing with Metrics 121
Aligning Analytics with the Goals of Your Site 122
The Basics of Analyzing Metrics 122
Distinguishing the Right Measures 123
Understanding Your Traffic 124
Key Performance Indicators and Other Meaningful Reports 125
Wash, Rinse, and Repeat to Improve Your Site 126
Checking the Numbers 127
Identifying Traffic Problems 129
Conversion Problems 131
Testing for Ongoing Optimization 133
Should It Stay or Should It Go? 135
When to Overhaul and When to Kill 135
Social Media Metrics 136
Creating Strong Paid Ads for Social 137
Growing Social Through Earned, Organic Search 138
Chapter 8 Conversion Rate Optimization and Usability 141
Web Usability and CRO: Similarities and Differences 142
Where to Start: Stages for Usability and CRO 142
Balancing the Call to Action 143
Business Maturity: The Litmus Test for Usability or CRO as a Starting Point 145
CRO Basics: Assessing Opportunity 146
Key B2B Conversions 149
Early Stage: Engagement 149
Midstage: Microconversions 150
Late Stage: Form and Trial Conversions 151
Knowing When Not to Test 152
Getting Started with Usability Practices 152
Understanding and Developing Personas 153
Alerts to Usability Problems 155
Building Blocks for Usability 156
Orienting with Cues and Copy 156
Scanning: Or, What’s at Stake 158
Chapter 9 Integrating Online with Offline Marketing 159
Can Events and Online Marketing Ever Join Forces? 160
Using Online Marketing to Drive Event Registration 160
Getting the Most Out of Event Participation 168
Using Online Marketing to Track, Measure, and Understand Traditional Marketing 174
Direct Mail 174
Print and Traditional Advertising 179
Chapter 10 Managing Your Leads: Automation and Nurturing 181
Basics of Marketing Automation 182
Effectively Using Segmentation 182
Lead Nurturing 183
The Who: Finding the Right Audience Through Lead Scoring 186
The What: Creating the Right Content 188
When It’s 1:1 and When It’s 1:Many 189
Basics of B2B Email Marketing 198
Email Best Practices 198
Getting the Most Out of Your Emails 199
Cleaning Your Lists to Ensure Quality Leads 200
Segmenting Email for Better Response 201
Chapter 11 Integrating Marketing with CRM 203
Understanding Your CRM 204
What Is a CRM Integration, and Why Is It Important? 204
Types of Data Integration 205
Integrating CRM with Search 205
Marketing Automation and CRM 208
Clean Data Integration 210
Integrating Social Media with CRM 212
Integrating Web Analytics with CRM 213
Call Tracking and Data Integration 214
Must-Have CRM Metrics 215
Web Lead to Closed Deal 215
Social Impact 216
Chapter 12 The Overall Marketing Mix 217
Marketing Mix Framework 218
The State of the (Marketing) Union 219
Digital vs. Traditional Investments 220
What Mix Is Most Effective? 221
Analyzing Returns 223
Forecasting 223
Correcting 225
Sometimes You Can’t Predict the Future 227
Integrating New Forms of Marketing into the Mix 232
Glossary 241
Index 247
